The State of Social Media – What B2B Marketers Need to Know (Summer 2014)

Albert Qian, Social Media Analyst Jan Gordon, Founder and CEO

EXECUTIVE SUMMARYSection 1

• Summer is a quieter time in the social media world. However, there’s still a lot going on in the industry.

• Here are the topics that matter this quarter: – Temporary Messaging– Facebook Business and Brand Q&A– LinkedIn Influencers, Multi-Authorship, and Customization– Location Apps Celebrate Anniversaries, Makeovers

Curatti Executive Summary

INDUSTRY ANALYSISSection 2

Industry Analysis

• Facebook failed to acquire Snapchat at $3 billion dollars, and launched its own competitor, Facebook Slingshot (which goes alongside Instagram Direct)

• Brands have begun using Snapchat as a way to deliver temporary messaging to younger and savvier consumers.

• Temporary messaging has been around for a few years now. Facebook attempted to get into this arena 2 years ago with Poke, which has since been shut down.

Topic 1: Temporary Messaging War

Companies to Note

Snapchat

Facebook Slingshot

Industry Analysis

• Facebook began launching a campaign to urge users to switch to their Messenger application, separate from the actual platform.

• Upon review of its terms and conditions, Facebook is the on the end of immense public criticism. Some noticed that the app gave Facebook the right to listen to messages.

• While the app may impact how people communicate via mobile, there are no terms changes for using the web version of messenger.

Topic 2: Facebook Messenger

Companies to Note

Facebook

Industry Analysis

• Facebook launched a new version of their business and brand pages app. The new app for business owners unifies the mobile brand management experience.

• On the celebrity end, Facebook also launched something to compete with Reddit’s Ask Me Anything feature, where celebrities can field questions from fans who follow their page.

Topic 3: Facebook Business and Brand Q&A

Companies to Note

Facebook

Reddit

Industry Analysis

• Business networking company LinkedIn launched their authorship platform earlier this year, giving everyone from influencers to regular everyday people the opportunity to showcase their thought leadership.

• For those who write for other sites, it presents the multi-authorship challenge, in both time and idea-generation towards writing.

• In addition to being able to author articles for branding, LinkedIn also added cover photos for those who use the premium feature.

Topic 4: LinkedIn Customization & Multi-Authorship

Companies to Note

LinkedIn

Industry Analysis

• Location-aware and business review company Yelp celebrated 10-years in early August. Even with it’s issues over the past few years with businesses, Yelp has made an indelible impact on how consumers discover businesses.

• Location-based check-in app Foursquare also evolved recently, launching Swarm, a social group application. Both apps will focus more on integrating social group interaction and serendipitous meet-ups.

Companies to Note

Yelp

Foursquare

Topic 5: Location-based social media evolves

THE CURATTI TAKEAWAYSection 3

• Temporary Messaging War– While Snapchat and Slingshot aren’t solid ideas for SMBs, they do represent

future potential. Much of the audience will be younger, trending in the 16-24 age group. • Suggestion: Proceed with Caution

• Facebook Messenger– With Facebook Messenger facing privacy backlash, it currently doesn’t serve as a

viable messaging avenue for SMBs. – SMBs should stay with traditional avenues of messaging like email.

• Suggestion: Avoid for the time being.

The takeaway

• Facebook Business and Brand Q&A– The new Facebook app for brand pages is a sleek and beautiful redesign.

Administrators will find the app to be very easily usable. – The Brand Q&A app is a perfect avenue for brands with a larger following and

represents a solid engagement opportunity. • Suggestion: Proceed

• LinkedIn Customization & Multi-Authorship– LinkedIn is more customizable than ever, meaning that entrepreneurs have more

opportunity to brand themselves. – Marketers must focus their writing efforts with more options than ever.

• Suggestion: Proceed, with focus

The takeaway (Part 2)

• Location-Based Social Media Evolves– At 10 years old, Yelp is still going through growing pains but is a very viable

platform for small businesses as well as an area of engagement. – Foursquare’s evolution may not satisfy consumers but its short-review features

make a great tool for those new in town looking for an experience. – With both companies having experienced trouble here and there, it’s important

to note how well to use each service and not be sucked into paying more money for better reviews.• Suggestion: Continue as planned, but review actions quarterly

The takeaway (Part 3)

Learn more at http://www.curatti.com

@janlgordon @albertqian